You Still Have a Choice
Just over 2 months ago I wrote a blog discussing the NCA-ASCP merger. The blog elicited a lot of responses both directly on this site and through personal email. One nagging question has been the role of AMT in all of this. Some AMT certificants worried that they would become the forgotten step children. Would employers even start specifying "certification by ASCP only" ?
However, the leadership of AMT decided that they would not take the threat lying down. In fact they have turned the challenge into a new marketing campaign. The October 5 print edition of ADVANCE has a full page ad by AMT. Across the page the words ASCP, NCA and AMT are written in big letters, with "NCA" significantly crossed through. It is subtitled "You Still Have a Choice." The ad states that NCA is going out of business and "is being reabsorbed into the certification program of the American Society for Clinical Pathology (ASCP)."
It goes on to tout freedom of choice as a fundamental American liberty and states that AMT in fact espouses the NCA founding principles-a certification for the laboratory profession that is peer based, a program by, of and for the non physician clinical laboratorian.
They also offer a "special" whereby NCA certificants can join the fold of AMT. Interesting twist. Will this marketing ploy work or will most NCA certificants either decide to keep using their current certification, or adopt the new ASCP credential?
What do you think?